Vitamins in Brazil is expected to see double-digit retail current value growth in 2024. The category is anticipated to continue to gain relevance within the consumer health industry in this year, accounting for 13% of the value sold in the industry in current value terms, which is also an increase of four percentage points compared with 2018, before the COVID-19 pandemic, when vitamins accounted for 9% of sales. The growth highlight in 2024 has once again been multivitamins, sustaining the trend

Vitamins in India has been witnessing a notable shift in consumer preference, with single vitamins growing at a faster rate than multivitamins in retail current value terms, and this trend is set to be maintained in 2024. This change is primarily being driven by increasing awareness of single vitamins amongst consumers, facilitated by social media, health influencers, and educational campaigns from brands. Many of today’s consumers are leaning towards more targeted health solutions.

Vitamins have become a key focus for consumers in Singapore, with an increasing emphasis on preventive healthcare and lifestyle habits that promote long-term wellness. In 2023, the government launched the "Healthier SG" initiative to encourage proactive health management, which includes regular health screenings, healthy living, and effective chronic disease management. This initiative is particularly important in light of the country’s ageing population and the strain it places on the healthcar

Following strong levels of growth throughout COVID-19, sales of vitamins fell slightly below pre-COVID-19 levels in 2023. In 2024, vitamins showed minimal signs of recovery, with retail volume sales of 5% driven by price increases, while volume growth was low. Sales of vitamins remained limited due to consumers' preference for more convenient alternatives. This included a combination of dietary supplements and even vitamin-enhanced foods. However, multivitamins continued to have positive sales i

Following the surge in demand for vitamins in Germany in 2020 as a result of the pandemic, retail volume growth continues to slow in 2024, mainly driven by revisions for multivitamins and vitamin C. Multivitamins, as an entry-level health supplement, has an established presence in Germany, and therefore has reached a high level of maturity, which hinders stronger growth potential.

In 2024, the overall vitamins market in Indonesia is anticipated to maintain current value growth, though volume sales are projected to see a more modest increase. The surge in demand experienced during the pandemic was largely driven by consumers stockpiling vitamins in a bid to safeguard their health, amid ongoing uncertainty. As the pandemic subsides, it appears that the peak growth phase has passed, leading to a shift in consumer behaviour.

The market for vitamins in Romania is facing several challenges, notably, economic uncertainty and escalating costs. Inflation and high raw material prices have posed significant difficulties for local producers, especially regarding sourcing and logistics. Ongoing geopolitical tensions, including the war in Ukraine and Red Sea crisis, have further exacerbated these challenges, driving up vitamin prices and limiting the purchasing power of some consumers when it comes to non-essential products.

Post-pandemic health trends are helping to support sales of vitamins in Cameroon in 2024. Indeed, preventative health trends have become strong, notably those connected to boosting the immune system. As a result, despite the economic hardships seen, a growing number of local consumers are willing to put their health and wellbeing as a priority. This is where vitamins come in, along with dietary supplements. Indeed, there has been much media and education around the importance of preventative hea

Vitamins has been one of the better performing areas of North Macedonia’s consumer health market in 2024, with growth in total current value sales remaining impressive and volume growth rates for most categories set to surpass those recorded in 2023. Strong demand reflects the increasing tendency of consumers to take these products as a preventive measure to guard against illness and improve general wellbeing. This behaviour has become more widespread in recent years due to concerns surrounding

Vitamins is expected to register moderate constant value growth in Poland in 2024 and a muted increase in volume sales. Now that concerns over the pandemic have abated, sales have returned to a more stable level. Multivitamins account for slightly higher value sales than single vitamins. However, while multivitamins are expected to register a fall in volume sales in 2024, volume sales of single vitamins is expected to rise.

Despite the economic crisis in Tunisia and lower purchasing power, vitamins is recording healthy growth with a recovery in retail volume sales over 2024. Vitamins are not only consumed by upper-income consumers, but also those in middle-income groups. Tunisian doctors have a major influence on sales of vitamins with many recommending their patients should consume vitamins, notably pregnant women, the elderly and children. The availability of these products through various distribution channels,

Demand for vitamins in South Africa, both multivitamins and single vitamins, remains considerably higher than pre-pandemic levels in 2024, as consumers remain vigilant and want to support their immune systems to prevent or avoid the worse symptoms of viruses and common illnesses. This is encouraging further demand for vitamin C, which is the most popular single vitamin in South Africa. However, retail volume growth is now much slower compared to the highs of 2020 and 2021, as many consumers in S

High inflation has significantly increased the price of vitamins in Kenya, particularly imported brands like Nature’s Bounty, which has increased the price of its vitamin C from KES1,500 to KES2,000 over 2024. This price hike has led consumers to seek more affordable alternatives, with local brands offering vitamin C supplements at a lower cost of KES800. Additionally, generic vitamins are gaining popularity as they offer the same nutrients at a fraction of the price, such as a generic vitamin D

The market for vitamins in Switzerland is set for dynamic expansion in 2024, driven by a growing emphasis on preventative health. In the wake of the pandemic, consumers are increasingly integrating vitamins into their daily routines to bolster their immunity, with Vitamins C and D continuing to experience robust growth. While many individuals prioritise obtaining vitamins from whole foods as part of a balanced diet, it is widely recognised that modern lifestyles do not always allow for all nutri

The demand for vitamins in 2024 continued to be supported by the health and wellness trend, which was accelerated by the outbreak of COVID-19 in Turkey. Specific vitamins, including C and D, are recommended to strengthen the immune system and help safeguard against the virus and other ailments. Following the outbreak and moving into 2024, sales have continued to be supported by the ongoing health and wellness trend, with more consumers continuing to pursue healthier lifestyles and diets with the

Since the beginning of the Russian invasion in 2022 there has been a tendency among Ukrainians to spend less on non-essentials in order to save money. Nonetheless, sales of vitamins continue on the path to recovery in 2024 both in current value terms but also retail volume terms. This has been backed in part by an increasing focus on preventative health and a greater awareness of the importance of ensuring a complete nutritional intake, but also due to a slight improvement in the local economy.

Vitamins continue to be a sizeable product area in Pakistan and in 2024 it is expected to register the highest current value growth of all consumer health products. Following the unprecedented boom in sales of vitamins during the pandemic, the product area has now returned to stable but still healthy value growth. The influence of healthcare professionals in purchasing vitamins is a significant factor. Healthcare professionals, including doctors, pharmacists, dieticians, and nutritionists, play

Demand for vitamins in Taiwan is expected to continue rising in 2024, reflecting the growing willingness of local consumers to take preventive measures to improve their general physical and mental wellbeing. While this trend is well-established, it has gained momentum in recent years due to ageing population ageing and the greater focus on health issues brought about by the pandemic. Moreover, as people become more knowledgeable about how nutrition affects health, they are increasingly consuming

Vitamins continues to benefit from the growing importance of the health and wellness trend and consumers taking preventative health measures in 2024. The COVID-19 pandemic has increased the trend of self-care in Slovenia, resulting in a surge in the utilisation of vitamins and dietary supplements. For example, numerous consumers now incorporate vitamin D into their regular routine to bolster long-term immunity. Prior to the pandemic, this was an uncommon practice, as most individuals were unawar

Local consumers are becoming more aware of the benefits of regular vitamin intake. An uplift in demand and sales was noted during the outbreak of COVID-19, when consumers were interested in protecting their immune system and preventative health. However, following this uplift, sales naturally slowed down in 2022. Moving into 2023 and 2024, a steady pace and growth of sales has been established, with the market settling following COVID-19. In 2024, the landscape is demonstrating gradual growth, w

Vitamins enjoyed solid growth in 2024 as the health and wellness trend gained importance among Swedish consumers. The daily habit of taking vitamins is gaining momentum as it aligns with the desire to improve wellbeing and take a preventative approach to overall health. Retail volume sales recovered well in single vitamins and multivitamins, with lower inflation in 2024 helping to raise consumer purchasing power. While the threat of COVID-19 has waned, everyday illnesses are once again widesprea

Rising consumer health awareness is driving demand for vitamins in Serbia in 2024 where a core base use supplements to maintain a healthy lifestyle. Growing awareness about the benefits of various types of vitamins is supporting sales. Consumer demand is also stimulated by the growing trend towards illness prevention. More than two-thirds of vitamin consumers believe that some health issues cannot be avoided by maintaining a healthy diet, and thus some form of supplementation is required. Retail

Vitamins is expected to display current value growth in Israel in 2024. Israeli consumers are increasingly interested in health and wellness products and are particularly interested in finding different vitamins that they can consume to help with improving their health and wellbeing. Israelis want to incorporate more vitamins into their daily routines as a way to help them to attain an optimal quality of life. Increased interest in and knowledge about nutrition are also helping to boost interest

Vitamins in Latvia is facing a second year of retail volume sales decline in 2024 as demand continues to normalise post-pandemic. The surge in volume sales seen in 2020 and 2021 has since given way to decline as health concerns and purchasing levels subside. Nonetheless, volume sales remain well above pre-pandemic levels reflecting the stronger interest in taking vitamins in Latvia since the COVID-19 pandemic took effect. In 2024, consumers are now more selective in their vitamin purchases, focu